NCT Increase Conversions by 411%, PPC Case Study

Dubai Office:
Meydan Grandstand, 6th floor, Meydan Road, Nad Al Sheba, Dubai, U.A.E

London Office:
35 New Broad Street, London, EC2M 1NH

Essex Office:
Broom House, 39/43 London Road, Essex, SS7 2QL

The Client.

The National Childbirth Trust focuses on providing face-to-face antenatal and post-natal courses so when Covid-19 restrictions were introduced they were stuck as to how they could go about continuing to provide their courses to both vulnerable mums-to-be and first-time mums. Working on our feet, we support the charity pivot to online courses during this unsettling time and created a new search strategy to promote the new online offering.

Results.

Pivoting The National Childbirth Trust’s campaign in minimal time was no mean feat, but we understood what it meant to parents to have access to these courses during heightened times of uncertainty.

+384%

increase in clicks

-81%

decline in CPL

+411%

increase in conversions

The Objectives

Following Covid-19, The National Childbirth Trust needed to pivot their strategy to accommodate new ‘stay at home’ and social distancing rules. The best way to do this was to adapt to providing online classes compared to the charities usual in-person approach.

01. Successfully pivot the business to provide online courses

02. Create an effective search strategy to promote the new offering

03. Increase conversions for the new online courses whilst reducing CPL

The Strategy.

We knew that we needed to act fast to ensure the charity was able to continue to provide support for parents in need during crucial stages of pregnancy, childbirth, and post care. Working alongside the team at The National Childbirth Trust, we were able to ensure the change in strategy was successful and could be rolled out quickly for the biggest impact.

The Campaign.

Whilst The National Childbirth Trust’s initial paid advertising campaign heavily focused on priority areas where they already have facilities, the new online classes meant that we could expand our reach further afield. This was because there were no restrictions when it came to accessing the classes as they were now held online meaning that anyone could join them without the inconvenience of needing to travel to a specific location. We utilised a hybrid approach as part of our search campaign by combining keyword targeting and dynamic targeting, taking advantage of different audience signals such as ‘users that have engaged with the website’ and ‘in-market’ that are a part of the birth process. This included targeting users who were searching for maternity clothes and baby products and clothing. We then prepared the new ad copy based on the updated online offering by highlighting key elements such as ‘enjoy our courses from the comfort of your home’.

+411%

increase in conversions

“The site improved exponentially by the end of the first month. Absolute Digital Media is proactive and approachable. Their quick response time eliminates the need for SLAs. The team researches the markets they work in to achieve great results. Their thoroughness, expertise, and proactive approach makes them a pleasure to work with.”

Alexandra West

Digital Marketing Manager

Multi Award-Winning Agency

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